What Is a Landing Page? All Your Questions, Answered

If you could do one thing to dramatically improve your marketing ROI today, what would it be? If your answer was "use landing pages to convert new leads" I’d have to agree with you — here’s why.

Nearly 1 in 10 people who make it to a landing page will become potential customers or leads. If you’re new to the world of converting web traffic, that number might not seem impressive, but when you do the math, there’s reason to believe that 1,000 people could become leads on your landing page if 10,000 people visit it.

That’s a lot of leads for most small-to-medium-sized businesses. Let’s look at exactly what a landing page is and how having one (or more) can help you see results like this.

Generating leads for your business is a necessary part of your marketing campaign, and there are several ways to do it: through social media, content marketing, paid ads — the list goes on. With each digital campaign you run — no matter what channel you use — the people you’re targeting won’t convert themselves into potential customers. To do that, you’ll need a quality landing page that’s built specifically to convert those visitors. If you don't have at least a few landing pages on your website, you're missing out on opportunities to turn these individuals into paying customers down the line.

Today, we'll explore the myriad of benefits that come with landing pages and how you might use one to reach your business goals.

Types of Landing Page Offers

Landing pages have a sole purpose: to convert leads for your business. However, you can target those leads using a specific content offer on each landing page.

Here are the types of content offers you can add to a landing page to convert visitors into leads:

1. Ebooks and Whitepapers

If you’ve written a blog post that introduces a topic your audience wants to learn about, you can satisfy their interest in that topic by elaborating on the subject in an ebook or whitepaper. Using a landing page, you can "gate" this resource behind a lead-capture form. Once your visitors complete the form, they’ll be able to access the content.

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2. Email Newsletter Subscription

Let's say you write a lot of blog content on a similar topic. Sure, you can develop an ebook or whitepaper that elaborates on specific details, but you can also offer your readers an email newsletter they can subscribe to for the latest content on that topic. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. This CTA can link to a separate landing page where they can sign up for your email list.

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3. Online Course Enrollment

Whether you're in the education industry or you offer various skill-based certifications to your audience, online courses should have their own landing pages, too. Using these pages, you can invite new students to sign up for a class you offer. This type of content adds value to the client’s experience — they’ll have more access to you through a private channel like email to discuss the course content and get feedback on their progress.

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4. Event Registration

Similar to online courses, events require you to collect information on your audience so they can receive updates leading up to the occasion. An event, as well as its various sessions and keynotes, can have its own individual landing pages to turn interested prospects into event attendees and leads.

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5. Free Trial

Are you offering a free demo of your product? Your demo offering could use its own landing page. Bring users to a page where they can sign up for a free trial of your software using their name, email address, job title, and any other information you deem necessary to give them the best customer experience.

Don’t forget to follow up with these leads — they’ve already demonstrated an interest in what you sell based on your landing page, so make sure your sales team closes the deal.

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6. Community Membership

If your business thrives on building community among customers — perhaps you should have a website dedicated to dialogue between users. You can do this by creating a landing page that lets website visitors sign up to become a bigger part of your business. There's no harm in making it invitation-only either — in fact, it's a great way to try your hand at relationship marketing to close these deals.

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7. App Download

Developing a mobile app for your product doesn't just improve your customer experience — it also gives your business another avenue to capture leads. A lead-optimized landing page that invites users to download an app is quite common. On the analytics side, you can use both Google Analytics to capture insights about who is visiting the landing page and downloading the app, then use that data to make your landing page even more effective.

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The Benefits of a Landing Page

The benefits of building a landing page for each of your marketing campaigns or content offers are endless. In this section, we dive into detail about seven factors that make this lead generation tool indispensable.

1. Landing pages aim to increase conversions.

Having a targeted page that directly ties back to an offer or next step is critical to providing value upfront. This can also encourage new site visitors to provide their information in exchange for an immediate, tangible reward.

For instance, let's say you've landed on a business's website and you're immediately greeted with a pop-up form asking for your name and email. That’s a bit jarring before you even know what the company is about, isn't it?

Alternatively, imagine you've found a business's free ebook on social media, which outlines ten immediate solutions to your problem. I'm willing to bet you're more likely to provide your name and email for that valuable content, right?

Many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.

For instance, those users who convert on your social media ebook landing page are clearly interested in social media. To further nurture those leads, you might follow up with a personalized email, detailing additional content you can provide related to social media.

2. Landing pages can provide additional insights into your target audience.

By creating various landing pages with segmented offers, you can track which topics convert at the highest rate. This can give you valuable insights into your audience's interests.

You could use the data you collect from your landing pages to create a more targeted, personalized marketing strategy. Plus, landing pages don't just tell you which content your audience likes best — they also tell you which channels your leads prefer. This can enable your marketing team to refine the strategy further, promoting content and engaging with your audience on the channel(s) they're already using.

For example, let's say you notice your landing pages related to ecommerce perform exceptionally well, and most of those users find your landing page from your paid ads on Facebook and LinkedIn. This information can help you target future campaigns primarily towards your social audience. You would also have a basis for incorporating additional ecommerce content into your marketing strategy as a whole.

3. Landing pages can grow your email subscriber list.

In exchange for the content offered on your landing page, you'll typically ask users to provide their email and name. This can help you quickly grow your email subscriber list, and segment that list to provide more personalized follow-up emails.

People who've filled out a form in exchange for content or information on your product or service have shown an interest in what you have to offer. This ensures your subscriber list is filled with potentially high-quality leads.

Consider how you might further nurture them by sending a "Thank you" email after they download your landing page offer, with additional resources related to the content in which they've shown interest.

4. Landing pages are testable.

A landing page is a fantastic opportunity to get creative and test out various designs to determine which visuals and copy perform best with your target audience. Additionally, it's often lower risk to test out a new landing page, rather than making major design changes to your entire blog or website infrastructure.

For instance, AJ Beltis, HubSpot's Content & Acquisition Manager, told me, "If you're using a content management system with a built-in A/B testing tool (like HubSpot), you can easily set up and run a test to see which copy, design, imagery, and page elements yield a stronger conversion rate. This means you can quickly uncover new ways to drive more leads and contacts for your business."

5. Landing pages allow you to measure metrics directly tied to business goals.

If you've created a specific landing page to market your new product or service, you can then use that landing page to measure metrics directly tied to your business goals.

For instance, let's say your marketing team is tasked with increasing sales for your new email tool. To accomplish this, your team creates a campaign with a landing page offering a free demo of your tool.

You might measure conversion metrics on that landing page to determine how well your campaign is performing, or whether you need to make tweaks to communicate the true value of your new product. Additionally, you can measure which sites drive the highest conversions to your landing page, and put more resources into marketing your email tool on those sites — or social media apps — in particular.

6. Landing pages add context to your offer.

AJ Beltis told me one of the biggest benefits of a landing page is the opportunity to add context to your marketing offer. "Marketers feel motivated to bypass the landing page process and skip right to the conversion by encouraging form fills in other methods, such as through a chatbot," Beltis told me.

Beltis adds, "However, this process eliminates the opportunity to add more context to what it is you're offering. Imagery and essential information that can only be shared with a landing page provide content to those who need it before they decide to convert."

7. Landing pages increase brand value and help make a good first impression.

Ultimately, a sleek, well-designed landing page can impress new visitors and turn them into leads by demonstrating the valuable content your company can deliver. A landing page is space you can use to tell your visitors what you're offering, and how it can positively impact them. Even if a viewer doesn't immediately convert, a well-designed landing page can increase brand recognition and help nurture leads for future sales.

For instance, take a look at this impressive landing page created by Talisker, a whisky brand. Using Ceros' landing page product to design an immersive experience, Talisker is demonstrating brand value and, ideally, making a fantastic first impression on new visitors.

This is proof that a landing page doesn't have to be boring — in fact, it shouldn't be. Take the time to create an engaging, interactive, interesting landing page that communicates the value of your brand.

Best Practices for Creating a Landing Page

1. Find a landing page builder.

To create a landing page, you'll want to start by exploring landing page builders — unless, of course, you're using a content management system that already provides landing page templates, like HubSpot. Look for a landing page builder that is intuitive and simple to use, this way you’ll have a shorter learning curve and will be able to produce landing pages quickly. I recommend drag-and-drop style builders — they’re awesome for speeding up your workflow.

2. Use landing page templates.

Once you've determined the right software to build your landing page, get inspired with some landing page templates. You might also use this as an opportunity to take AJ’s advice above and A/B test two different designs to explore which design elements result in the highest conversions.

3. Communicate value.

Additionally, it's critical any landing page you design effectively communicates the value you're providing visitors in exchange for contact information. And, of course, you'll want to include a form that visitors will fill out in exchange for the offer you’re promoting on your landing page.

To learn more about how to create a landing page in detail, take a look at How to Create a Landing Page: The Simple Step-by-Step Guide.

What makes a landing page effective?

Here’s the thing, a good landing page is the equivalent of a baseball mitt — it catches the traffic that your marketing campaign pitches to the audience. This means that the landing page you create should be specific to the type of traffic that it’ll be catching. For example, if your marketing campaign features an ebook, your landing page should also mention the ebook. It’ll be even better if the ebook is the only content offer mentioned on the landing page. This ensures people won’t become confused about what they’re going to receive when they share their contact information.

Because the landing page is targeting only the people who are (presumably) interested in this ebook, and because this ebook has exclusive information that elaborates on a topic your audience cares about, you can convert a higher percentage of your website visitors into leads, whom you can then follow up with using a lead nurture campaign.

Ready to create your first landing page, or improve on a landing page you already have? Here are some of the most important elements you’ll want to implement to ensure your landing page is moving your business closer to its goals:

1. Intuitive Navigation

You've brought your targeted traffic to a page where they can take your desired action. Don't distract them! Limit the number of exits from your landing page so that your visitors are focused on filling out your form. A key part of this is to remove the website navigation elements on landing pages. This helps put the focus back on the content you're offering.

See how the landing page below does this — aside from the HubSpot logo, there are no navigation buttons to confuse or distract visitors.

2. Sharing Options

Tap into the largest community of your best (and free) marketers: your audience. Add share links to your landing page to encourage your website visitors to share your content with their audiences.

3. Valuable Content Offers

First and foremost, if you have a valuable offer, your visitors will give up their contact information in exchange for your offer. Ask yourself whether your offer is compelling to your audience and make sure your landing page demonstrates that value.

One way to ensure your landing page adds value is to show your audience the content they're going to receive — directly on the page. See how this can look in the example landing page below.

4. Succinct Copy and Lead Forms

The longer your landing page and form, the more friction you add to the lead-generation process. Keeping your lead form short and straightforward will increase your conversion rate.

Here's a tip: Put as many contact fields as you can on the same line. Shortening the height of your lead-capture form helps you limit the more trivial fields you might be tempted to include, and prevents your landing page visitors from getting spooked by a form that's asking too much of them. As shown below, sometimes all you need is a first and last name, followed by an email address.

5. Focused Communication

You might be tempted to create a catch-all landing page that mentions your online course, email newsletter, ebook, and every other content offer you’re promoting. However, this is not ideal.

The people who visit your landing page should be looking for one particular offer and this offer should match the communication they saw right before they clicked your landing page link. Did you share a social media post about your latest free email template? If so, that’s exactly what your landing page should communicate. Use the headline to grab the reader's attention and let them know “Hey! You’re in the right place to download that free email template.” The imagery of the template and a few bullet points about the benefits of it will help communicate this point, too.

6. Tracking and Analytics

It’s one thing to know how many visits your landing page received. It’s another to know where those visitors came from.

You’ll need to know this information so that you can optimize your marketing campaign to generate more leads. If email marketing is generating more clicks to your landing page than the search engines, then it’s a good idea to focus on email marketing tactics while you optimize your landing page for the search engines.

UTM tracking parameters can help you uncover these insights, too. You can use tools like Google Analytics, Bit.ly, and HubSpot to create and track UTM parameters. Here’s a detailed guide on how to start using this tool.

7. Constant Improvement

As many best practices as you may read about online, your landing page can always use more testing and improvement. Make sure you have a landing page creation tool that allows you to create and test many different landing pages to see what works best for your business. Additionally, if you're a HubSpot customer, consider some of the landing page tool integrations, such as briX.

Gotta Catch ’em All

You’ve spent weeks, months, or even an entire quarter developing the perfect marketing campaign and content offers to appeal to your buyer personas. Don’t let that hard work go to waste — remember, converting visitors to leads is your main goal. Building quality landing pages for each campaign or offer you create will be an important part of your lead generation strategy. Use the best practices in this article to build the perfect landing pages for your business and capture every lead you can.

Editor's note: This post was originally published in October 2020 and has been updated for comprehensiveness.

What Is a Landing Page? All Your Questions, Answered was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

How to Write a Professional Resignation Letter [Samples + Templates]

If you are leaving your job, you’re not alone.

In April 2021 alone, around 4 million people quit their jobs, according to the Bureau of Labour Statistics. That number is the highest recorded since the bureau started recording such rates.

Even though millions quit their jobs every month, we understand that telling your boss that you’re leaving the company is never an easy conversation. A respectful resignation letter can mean the difference between an awkward goodbye and a chance for a long-term professional connection.

Ideally, you’ll provide a resignation letter two weeks before you leave the company. A resignation letter lets you officially announce your termination at the company and also offers essential housekeeping information, like your last day and other details about your departure.

An effective one helps you ensure a positive conversation with your boss and a smooth transition to your next journey.

But how do you write a good resignation letter? What should you include and exclude?

Writing a resignation letter can feel like a daunting task, so we’ve created a professional resignation letter template to get you started and included examples for inspiration.

What do I include in a professional resignation letter?

Writing a professional resignation letter starts with understanding each of its components:

1. Statement of Resignation and End Date

Begin your letter by stating your position at the company. This might seem redundant if you work at a small company and your boss knows you well, but it’s essential to include it since the letter is your official termination. Along with this information should be a simple statement of your resignation. 

Also, providing an end date in the first body paragraph is helpful since that’s one of the first questions your employer is going to have.

Here's what this first paragraph may look like in practice:

I would like to inform you that I am resigning from my position as [Position Name] for [Company Name], effective [Date].

2. Gratitude

Take the time to consider how you’ve grown or what you’ve appreciated most about your time at the company. Be as specific as possible — perhaps the company provided professional development opportunities, or maybe you’ve enjoyed the climate the company fostered and the supportive atmosphere.

It’s also nice for your employer to receive a thank you for the time and resources they’ve used in supporting your career growth. Here's an example of what this may look like:

I appreciate the opportunities for professional development that you have provided me over the past two years. I have enjoyed my tenure at [Company Name] and particularly feel honored to have been part of such a supportive team.

If you’d like, you can include where you’re headed next, too. For example, if you’re switching industries to pursue a passion or going to graduate school, it might be appropriate to include that. For example:

I accepted a position as a [New Job Title], and I'm looking forward to [pursuing my passion in X or continuing my work with a focus on Y].

However, if you’re leaving the company for a competitor, it’s better to omit such information.

3. Transition Details

In the third paragraph, mention your willingness to make the transition easier. For example:

If I can be of any help during this transition, please let me know. I am available to help train my replacement and ensure that all my reports are updated before my last day of work.

This sentence might look different for you. But regardless of what you write, it’s good practice to include specific details regarding how you’ll help.

As an optional follow-up paragraph, briefly review the work you'll be surrendering when you officially leave the company. Although it’s technically your manager's responsibility to pick this work up and determine how it will continue, it's helpful to list all the projects and tasks you've been in charge of to make the transition even easier on the company in the interim.

If you didn’t serve in a managerial capacity or collaborate with other departments, you could skip this part.

4. Personal Contact Information

This last paragraph is optional and doesn’t need to be included all the time, particularly if you have no desire or need to use your former employer as a reference. However, many candidates choose to maintain their professional networks, so such a closing may look like this:

Thank you again for the opportunity to work at [Company Name]. I wish you all the best and look forward to staying in touch. You can email me at [Email Address].

Professional Resignation Letter Samples

With the above template in mind, let's look at a few sample resignation letters for different positions, each taking a slightly different but amicable tone to their resignations.

1. Gracious Resignation Letter Sample

2. Brief Resignation Letter Sample

3. Immediate Resignation Letter Sample

While the best way to quit a job is to give at least two week’s notice and offer to help with the transition, sometimes circumstances make that impossible. If you need to leave your job immediately without notice, you need an immediate resignation letter.

Here is a sample that can help you:

Free Professional Resignation Letter Templates

Download the Templates Now

Sometimes the nature of your position merits a more specific letter of resignation when you leave. Below are a couple of templates that help these more dynamic roles make a graceful departure from the company.

1. Contractor Resignation Letter Template

If you work freelance, you might need to adjust the focus of your resignation letter so it addresses your final assignments and how exactly you'll be parting ways with your client. This includes your current duties, which tasks you won't complete, and how you'll accept your final payment.

2. Executive Resignation Letter Template

If you're in an executive- or senior-level leadership role, a quick email or two-paragraph notice to your superior might not suffice as an official resignation. Because these roles are harder to fill, you might play a more significant role in the transition period -- especially since you manage more people and decide on the direction of more projects.

The template below separates the resignation into two sections -- the first is the resignation itself, and the second is how (and with whom) the resigner's work will continue. It is just one of the different templates we have on offer.

Ready to Write Your Resignation Letter?

No matter your role, why you're leaving it, and who you're informing, be polite in your resignation letter. Gratitude and support during your departure go a long way with employers, and the last thing you want to do is leave the company on a sour note — even if you're leaving for sour reasons.

By drawing inspiration from resignation letter samples and templates, you'll protect your bridges and keep your professional network intact as you start your next adventure.

Editor's note: This post was originally published in October 2018 and has been updated for comprehensiveness.

How to Write a Professional Resignation Letter [Samples + Templates] was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

20 of the Best Product Page Design Examples We've Ever Seen

If you compare how product pages take shape across different companies, it's clear they run the gamut. Some go for the direct approach, displaying an image of a product and explaining why someone should buy it. Other companies create elaborate pages with moving parts and fancy, interactive elements.

Still, other companies create delightful product pages that give users an authentic experience as they browse through what the company has to offer.

Believe it or not, the most captivating product pages don’t always have enterprise-level programming behind them. To give you an idea of what's possible — from small business all the way up to household names — we scouted out 20 examples that we find truly admirable.

The pages below have mastered their messaging, value propositions, and general product descriptions such that these sites resonate with their unique buyer persona.

(And after checking out these pages, you might want to buy their products, too.)

20 of the Best Product Landing Page Designs

1. Bellroy

Bellroy sells thinner-than-typical wallets. There's value to that — but what is it, and how do you get the consumer to understand it?

To answer those questions, Bellroy divided its product page into three stages of the buyer's journey — understanding the problem, how to fix the problem, and how Bellroy can resolve the problem.

There's even an interactive section that shows how the skinny wallet will fill up in comparison to standard wallets. As users move a slider back and forth along a line, both of the wallets fill up with cards and cash, visually displaying the very problem Bellroy's skinny wallet solves.

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2. Wistia

Wistia is a video hosting and analytics company that provides users with detailed video performance metrics. It might sound like a snooze-fest, but let's dive into what really makes this product page stand out.

First, we're presented with five, colorful graphics illustrating the tools' value propositions. And in case that's all the user really needed to see, those graphics are followed by two calls-to-action.

But, if you continue scrolling, you'll see a video with information about Wistia's capabilities for that video — calls-to-action, email collectors, video heatmaps, and viewing trends.

One of the best ways to explain a visual platform's features is to demonstrate them on a product page. This one shows users all of Wistia's features and how they work, day-to-day.

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3. Square

Square is a mobile transaction company that merchants use to collect payment from customers — anywhere, any time, as long as they have a compatible phone or tablet.

The product marketing challenge here is to show why Square is an easier alternative than a typical cash register — and its product page displays those reasons in a visually captivating way.

The rest of the page is clearly organized headlines — which reads like answers to frequently asked questions — plenty of white space, succinct copy, and appropriate images. Anyone looking into each section can understand exactly how Square works at every stage of a transaction.

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4. Rent the Runway

Some companies — especially in ecommerce — have up to thousands of product pages. Rent the Runway, an online dress rental company, is one of them.

Rent the Runway has an individual product page for every dress it carries, with all the information a customer could want — images, measurements, fabric, price, and reviews. So what sets them apart? The exceptional detail of the "Stylist Notes" and "Size & Fit" sections.

These details are clearly and carefully curated by stylists and reviewers. They don't just explain what a dress is made of and how it looks — they cover how it fits on every part of the body, which undergarments should be worn with it, and for which body types it's best suited. That kind of information not only delights customers and encourages their trust, but it also makes for a more confident buying decision.

Also, notice how there's plenty of white space surrounding the product images and description. According to research by ConversionXL, that white space creates a higher perceived value — in this case, price — of the product in the user's mind.

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5. Daily Harvest

Daily Harvest develops superfoods in the form of smoothies, soups, and more, and delivers them to your doorstep. What makes these foods' product pages so outstanding? They show you exactly what makes these foods so super in a format that's both clear and digestible — no pun intended.

Check out one of Daily Harvest's smoothie product pages, below. Not only can you see what the smoothie looks like, but hovering over the lefthand preview icon, below the main image, shows you the foods used to create this drink. Scroll down, and you'll see each ingredient and a simple description of each one.

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6. Oreo

If you've seen any of Oreo's marketing, you shouldn't be surprised it’s on this list. But sometimes, being well known can make it harder to create a product page. So how did Oreo do it?

The focus of Oreo's product page is how these simple, classic cookies can help people unleash their imaginations, dare to wonder, and become generally happier. It features a series of videos, one after another. One is accompanied by the lyrics, "It's so easy to let your imagination go when you play with Oreo," paying tribute to the age-old discussion about the "best" way to eat them. The page takes a creative, bold approach to marketing with what might otherwise be thought of as an ordinary snack.

Oreo also used a unique design for this page. Even though the cookies themselves are monochrome, the page is wonderfully colorful, from the videos, to the backgrounds, to the graphics.

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7. Fitbit Charge

When I took on this blog post, I asked a few people for their favorite product page suggestions. I was amazed how many people immediately recommended Fitbit — and after checking out the site, I can see why.

The page below helped unveil the original Fitbit Charge — now succeeded by the Fitbit 3 — and starts with a value proposition, rather than a list of features. It's a hero image of people hiking a mountain, who we can imagine are wearing Fitbits, with the copy, "Energize your day."

As you scroll down the page, it goes through four quick steps explaining how the product works. What's more, a lot of these are interactive — the section under "Everything you need, all in one place" allows users to hover over different features to see how they appear on Fitbit's mobile app.

But the page also explains why these features are valuable. For example, one tracks everything you do from walking, running, and sleeping. Why does that matter? Well, you can have your current records on hand, and try to beat them.

Knowing that users might not remember all of the specifics when they leave the page, Fitbit was sure to focus on how these features will actually make a difference in the visitors' lives. Well played.

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8. Volkswagen

Volkswagen takes an interactive approach to its product marketing. Instead of listing all of the features you can have in a car, the company walks you through the process of actually building your car. As you go through that process, Volkswagen highlights the different features you could choose, then gives you a preview of what the car will look like and how that will affect the price.

Even though I'm not currently in the market for a new car, I personally had fun tinkering with the different customization features on the page. What color do I want? Do I want premium audio? (Yes.) It's an interesting way for the brand to eliminate the notorious connotations of "car salesmen," by allowing users to learn about and select features independently.

Plus, there's a nifty matchmaking feature that allows you to see which nearby dealerships have the car with all of your preferences in its inventory.

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9. Seattle Cider

The folks at Seattle Cider claim its cider is "not your standard cider." Well, neither is the product page. It reads like a story, beginning with attractive, high-definition images of the cider selection, which happen to have really cool label designs. As you hover, an explanation appears of what differentiates Seattle Cider's products from others, and what makes each variation special.

But my favorite part is what comes next: a cool, interactive display of how cider is made from start to finish, which plays for users as they scroll. It's a surprising and delightful user experience that goes above and beyond the typical product page because it doesn't just display the products. It shows where they come from, and how.

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10. OfficeSpace Software

OfficeSpace sells facility management software to help folks manage, well, office spaces. Like the name, the product page is very clear and direct.

Each section of this product page is dedicated to a different feature of the software. The headline explains the feature, and the subheadline explains why this feature is important as you evaluate different software.

That makes it easy for prospects to quickly digest what the product offers, but also read more details on its value proposition — if they choose to. And, if someone wants to learn even more about a particular feature, there are clear calls-to-action to do so.

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11. Orangina

This carbonated citrus drink has been around since 1935, and it has exactly four products — original, red-orange, light, and tropical. So, how does Orangina keep its product page both current and special?

For one, it's fun to explore. When you hover your mouse over any of the blocks, the picture or icon animates — the bottles dance around, the orange slices in half, and the thermometer drops. The animated images and bold colors fit in perfectly with the Orangina brand personality.

Also, you might notice that some of the blocks are actual products, while others are simply tips and details about its products. If you don't have a lot of products to sell, consider interspersing them with tips and information about the products you do have available.

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12. Mango Languages

Mango Languages creates "lovable" language-learning experiences for libraries, schools, corporations, government agencies, and individuals. Its homepage has illustrated calls-to-action for each of these buyer personas — from public libraries, to government offices, to those who are homeschooling their kids. Each of those calls-to-action leads to a different product page that's colorful, clearly written, and very comprehensive.

Take a look at the example for homeschool teachers below. Like every other part of the website, it exudes Mango's friendly, approachable, and helpful brand personality. The video couldn't be more delightful. I mean, a guitar-playing mango in a top hat? Yes, please.

As you scroll, you're greeted with clear value propositions that use playful language that's true to the brand. Everything about the page says "simple to use," "fun," and "effective."

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13. Helix Mattresses

It's one thing to sell a mattress — it's another thing to sell a good night's sleep. Helix Mattresses is laser-focused on the latter, having designed a product page that organizes each mattress by its level of plushness and support.

By looking at Helix's product line in chart form, website visitors don't have to examine each mattress individually to find the attributes they're looking for. Simply find the row and column that matches your bedding needs, and click through to your chosen mattress's product page to learn more.

Another reason why the Helix Mattresses product page is so effective is how it describes its products. It can be difficult to know what "plush," "firm," or "supportive," really mean in a mattress — they all seem so subjective. For that reason, Helix is all about brevity in its product descriptions, using evocative explanations of each category a mattress might belong to.

"Plush Feel: Soft top of your mattress that lets you sink in like a cloud."

"Balanced Support: Not too much, not too little. Best for side sleepers with thin to average body types."

"Firm feel: Firm top of your mattress with no sink or give."

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14. Minwax

Minwax makes products to help people care for wood furnishings and surfaces. Riveting, right? But the brand has managed to create a product page that's not only relevant but helps users quickly and easily find what they're looking for.

That's thanks partly to the Minwax Product Finder module. It functions like a quiz, asking a series of multiple-choice questions, like "What kind of project is it?" and "What are you looking to do?"

Once you answer the questions, the quiz generates recommended products, which includes a handy "Don't Forget" list with the tools you'll need to get the job done — things like safety glasses, gloves, and sandpaper. Helpful tips like this go above and beyond a normal ecommerce product page.

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15. Ministry of Supply

Ministry of Supply specializes in comfortable formal wear, and it shows you just how comfortable any one of its garments are with its product landing pages.

Take the product page for the Juno Blouse, below. Underneath the photo gallery of a woman modeling the product, Ministry of Supply gives visitors "proofs," revealing the blouse's thread count, materials, and other key qualities that make the product unique.

The product page's best trait might actually be its motion graphics, using basic looped videos that demonstrate the clothing's resilience and flexibility.

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16. Liulishuo

Liulishuo is a China-based startup that builds English language-learning tools for personal development and test prep purposes. The company's mobile app product page offers a clean but media-rich overview of its curriculum.

As you can see below, the bottom of the page plays a crisp motion clip of the video-based coursework in action on a smartphone. It's essentially an app demo before users even download the app.

At the top of the page, Liulishuo makes cool use of QR codes by allowing users to download the app just by scanning the code on their mobile device. Presenting a software product in this way is a smart effort to increase customer acquisition simply by making the product easier to get.

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17. Metavrse Engine

Metavrse, a virtual reality (VR) consultancy and product developer, has just about the most immersive product page we've ever seen. The company sells not just VR insight, but also VR and 3D tools to help modern businesses better engage customers with its goods and services.

I don’t know about you, but I can’t help but be fascinated with this landing page.

Metavrse's VR product page actually allows users to scan QR codes on mobile devices to put themselves into a virtual experience according to the product at hand. So if you wanted to hold the Solar System in your hands and create or reposition planets — you could do it within seconds.

This company’s capabilities are displayed in an organized and immersive way, making its landing page nothing short of excellent.

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18. Nfant®Nipple

Nfant®, an infant nursing product, takes the transition from breastfeeding to oral feeding seriously — as is evident on the company's product page for the Nfant®Nipple.

What sets this small business apart from other nursing and parenting services is its use of data to attract customers.

The product page below touts several types of bottle top-shaped nipples, and each one offers a different level of flow when the baby is drinking. As involved as the conditions of each product is, however, the product page delivers the information gracefully using color coordination, a video demonstration, and even a graph comparing each product's flow range that nursing mothers can refer back to.

Nursing moms are always educating themselves on the resources they have for keeping their children healthy. With that in mind, Nfant's detailed but easy-to-understand product page knows its buyer persona well.

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19. Thinx Leggings

Thinx is a clothing and undergarments brand that makes absorbent, zero-waste products for people with periods. It’s well known for its long-lasting line of menstrual products that are more cost-efficient and less polluting than the alternative of pads and tampons.

In the Thinx product page, you’ll find a wide range of body shapes and sizes displaying the inventory. This makes it easier for customers to determine what would look best on different individuals. Additionally, it lets the audience know which garment is best for them according to flow and activity level clearly.

What really makes its product page pop is the interactive, 360-view feature on all of its products. You can spin models of different dimensions to see exactly what the customer should expect — a feature that makes the online shopping experience more reliable than competitors.

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20. Jackbox Games

Jackbox is a party-game-making studio, enabling groups to play games under one roof or from anywhere in the world via the internet. This studio has brought many people together and has grown over the past couple of years, and its product page is aiding in its success.

From a visual standpoint, everything about the Jackbox product landing page is vibrant in color and interesting. The floating characters lead you to learn more about each game pack, all the fun features each one has, and specifies which gaming platforms you can access them through.

The Jackbox Party Pack stands out from other game product pages from its fun and whimsical appearance, giving customers a gleeful introduction to the fun its games have to offer.

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Did you draw any ideas from these product pages? We hope you did, but before you start to work on your own, let’s go through some best practices.

Product Page Best Practices

So, what have these brands taught us about product pages? It boils down to a few must-haves:

1. Make it interesting and fun, especially if you have a less-than-riveting product.

No matter the type of product, your website should position itself in a way that is engaging, interesting to view and learn about. Your UX/UI designer or developer should make the product page interactive or, at minimum, visually appealing.

This practice can be as small as changing the colors of the page, or as large as reformatting each section and implementing more widgets to provide a better customer experience.

2. Help visitors to find what they're looking for.

Make sure the page isn’t cluttered and makes the product specs as clear as possible to ensure customers can see its value. Customers will turn to your competitors if they can’t find the information they’re looking for in a timely, and organized manner.

To aid in this practice, you could benefit from providing current customers a usability questionnaire to collect their opinion directly.

3. Personalize the user experience.

Allow users to "build their own" product, to show them that you can meet their preferences. You can even go as far as to compare product capabilities against one another or other products in the market if you know they provide more value to your audience. This all boils down to understanding product marketing and how you can better serve your specific market.

4. Product descriptions should be informative.

Without bogging it down in detail, be sure to include the right pieces of information that will show users what sets your products apart.

Chances are your customer has already navigated to your page with a general idea of what your product can do for them, now it’s your job to dive deep into what your product’s purpose and value are — you should also back it up with evidence like other customer reviews, too.

5. Make images clear and quality.

This should be a no-brainer, but you’d be surprised how much a blurry or outdated graphic can deter a customer. But no worries, this is one of the easiest problems to fix, and can make your product page look more professional in a matter of minutes.

6. Use live chat.

You want your product page to help customers find what they’re looking for, and adding a live chat feature will give them a helping hand as they explore it.

Live chat enables sales reps to address customer questions in minutes. Adding this feature can increase the efficiency of communication on your website, and help you improve it, too.

7. List not only the features, but benefits as well.

In product descriptions, it’s general knowledge to be thorough in detail, but take the extra step and describe how those features can benefit the customer, too.

For example, you could be selling a tech gadget with amazing specs in the description — but not all customers will see the point of all those features. Make sure to discuss the value of those features for better understanding.

8. Include customer reviews.

72% of customers won’t take any buying actions until they’ve read reviews.

When online shopping, customer reviews are extremely important for prospects. If they can read an honest review of a product, they will trust the quality of the brand more.

9. Compare prices.

If you are running special deals or discounts for your products, let customers know on the webpage. List the original price near the current offer and customers will feel more of a sense of urgency and be more willing to purchase quicker for a deal.

10. Make it convincing.

In all, you should know your product like the back of your hand. Make your product page just as convincing as you believe it can be — a solution to solve your customer’s pain points.

Design Your Product Page to Impress

The way you display your product can be the decision point for a potential customer. Because of that, you must make your products shine and convey its value properly.

Now that you’ve seen our list of effective product landing pages, we hope you have some new inspiration and will apply it to your website.

Editor’s note: This post was originally published in October 2018 and has been updated for comprehensiveness.

20 of the Best Product Page Design Examples We've Ever Seen was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

How to Write a Great Value Proposition [+Examples]

Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of a competitor.

It's also one of the most important conversion factors (learn all about conversion best practices with this free guide). A great value proposition could be the difference between losing a sale — and closing it.

So how do you actually write a value proposition that's strong enough to lift conversion rates and sales? In this article, you’ll learn the definition of a value proposition, what a value prop isn't, tactics to create amazing value props, and examples of some of the best value props we’ve seen.

Ready to dive in?

Your value proposition is a unique identifier for your business. Without it, buyers won’t have a reason to purchase what you sell. They may even patronize a competitor simply because that business communicates its value proposition clearly in its marketing materials and sales process.

While your value prop should help differentiate you from the rest of the industry, keep in mind it's not a slogan, tagline, or mission statement. Those types of copy are important accessories to your brand, but your potential customers and employees don't choose one business over the other solely based on these elements.

Your value proposition goes deep into the problems you want to solve for buyers, and what makes your product or service the perfect solution.

The Elements of a Value Proposition

There are three main elements of a value proposition: the headline, the subheadline, and a visual element.

Headline

The headline of your value proposition describes the benefit the customer will receive as a result of making a purchase from your business. The headline can be creative and catchy, but it should be clear and concise first and foremost.

Subheadline or Paragraph

The subheadline or paragraph should explain in detail what your company offers, who it serves, and why. In this section, you can elaborate on the information in the headline.

Visual Element

In some cases, a video, infographic, or image may convey your value proposition better than words alone can. Enhance your message with these visual elements to capture your audience’s attention.

Step 1: Identify your customer's main problem.

While this will require some upfront research, you can get a head start on this aspect of the value proposition by speaking with different members of your team. Customer service reps, marketing specialists, and salespeople can fill in the gaps about what problems your customers are looking to solve by using your product or service.

For example, let’s say your business sells tax software on a subscription basis and automated templates are included in the software package. Your ideal customer is looking for an affordable and user-friendly way to access complicated tax documents for their business. In this example, your business’s offerings could be the solution they need.

Step 2: Identify all the benefits your products offer.

This step can be as simple as listing out every product you sell and describing its benefit. The benefit should be concise and focused on a single customer need.

In our tax software example, you’d list each tax template, explain the benefit it provides, and why a customer would need it.

Step 3: Describe what makes these benefits valuable.

Next, add another sentence that explains why this benefit matters to the customer.

Using the same example above, the value would be that customers have affordable tax documentation at their fingertips — something that would normally cost them thousands of dollars.

Step 4: Connect this value to your buyer's problem.

Next, pair the buyer’s problem to the elements that make your product or service valuable. Do they align? If so, you’re ready to refine your value proposition to differentiate your offerings from the competition. If they don’t align, repeat the steps above until you find a valid buyer need and a viable solution your business offers to meet that need.

Step 5: Differentiate yourself as the preferred provider of this value.

Finally, polish your value proposition to make it unique. Is there a specific customer service offering your business provides that others don’t? Do you offer any additional services that other companies charge for? These elements can help differentiate your value proposition from competitors while keeping the focus on the buyer’s needs.

1. Conduct research to determine the value proposition of your competitors.

Because your value proposition is the differentiating factor between your business and the competition, it’s important to research the propositions of your closest competitors. You can use the value proposition canvas below to determine how each company meets the needs of your buyer persona.

Be honest here — it’s tempting to focus on the areas in which your competition doesn’t excel, but you’ll have a better idea of where your product or service fits within the market if you key in on your competitors’ strengths.

2. Explain the value of your products and services.

You’re probably familiar with outlining the features and benefits of your product and service offerings. This tactic takes that concept a step further. By matching the benefits of your offerings to specific values that your customers have, you’ll be able to align what your business provides with what your customers need.

3. Describe the benefits your ideal customer will experience when they choose your product or service over the competition.

When crafting this part of your value proposition, include details about how your product or service will benefit the customer and use examples where you can. Videos, photos, and live demonstrations are all effective ways to illustrate your value proposition because they show the customer exactly what they can expect from your business.

4. Develop a unique value proposition for each buyer persona you serve.

Ideally, you’ll be focusing your marketing efforts on a specific target audience. You’ll also find that this audience will have different needs based on their buying behaviors. Buyer personas can help you segment your larger audience into groups of customers with similar desires, goals, pain points, and buying behaviors. As a result, you’ll need a unique value proposition for each persona. Different products and services you offer may solve certain customer pain points better than others, so developing a value proposition for each persona will better serve each one.

5. Test your value proposition with your audience using various marketing channels.

Each of these tactics will likely be developed internally by your team which means you’ll want to validate your work with your target audience. Your value proposition will be communicated through various marketing channels like your website, social media accounts, video, audio, and in person. Test your proposition with members of your audience (both existing customers and non-customers) using each of these channels. Tools like UserTesting can help you streamline this feedback process so that you can implement changes quickly to finalize your value proposition.

What makes a good value proposition?

Clear Language

Your value proposition should aim to address a primary customer need. This limited focus helps keep your value proposition clear and easy to understand. With just one main idea to comprehend, your audience will be able to quickly decide whether or not your product or service will be the best solution for them.

Specific Outcomes

Next, you’ll want to communicate the specific outcomes your customer can expect to receive from your product or service. Will they save time? Demonstrate how. Will their workflow become more manageable? Show a before and after workflow diagram. The specific outcomes will be critical components of your value proposition as they’ll exemplify exactly how your customers will use your solution to solve their problems.

Points of Differentiation

Not only are your potential customers evaluating your business’s offerings based on their own needs, but they’re also comparing what you offer against competitors. As a result, your value proposition will need to include detailed points of differentiation. These key points will help customers understand exactly what sets your company apart.

The value proposition canvas is made up of two major components: the customer profile and the value map.

Customer Profile

The customer profile makes up the first half of the value proposition canvas. When performing this exercise you’ll want to start with this section first so that their wants and needs can influence the overall value proposition canvas.

The customer profile consists of three areas that we’ll detail below.

Customer Jobs

What is the task your customer needs to complete or the problem they’re trying to solve with your product or service? The answer to this question sums up the “customer job” or the purpose of your product or service in the eyes of the customer.

Gains

No matter what you sell, your ideal customer will have an expectation of what that product or service will do for them. In this section, you’ll use research to explain what your customers expect from you in order to purchase your product.

Pains

As your customer completes their “customer job”, what pains do they experience? Do they take any risks while they do the customer’s job? Do they experience any negative emotions? These pain points should be considered so that you include the most helpful products and services on the value map side of the value proposition canvas.

Value Map

In this section of the value proposition canvas, three specific sectors help describe what the business offers to the customer.

Gain Creators

These are features your products or services have that make the customer happy. Think creatively about the elements of happiness your customers experience. Consider their financial and social goals as well as their psychographics.

Pain Relievers

In the section above, we discussed customer pains. This section will define exactly how your business will help them overcome those pain points.

Products and services

While this section won’t list every single product or service your company offers, it should include the ones that will create the most gain and alleviate the most pains for your customers.

Determine Value Proposition-Customer Fit

Once you’ve completed the value proposition canvas exercise, the next step will be to determine how your value proposition fits with the customer profile. To do this, you’ll use a ranking process that prioritizes products and services based on how well they address the customer profile.

The Best Value Proposition Examples

Because value propositions are typically internal information and rarely stated verbatim publicly, finding a value proposition example to model yours after can be difficult. We’ve taken the liberty of using the value proposition canvas and applying it to some successful companies that have been recognized by the American Customer Satisfaction Index (ASCI).

In these examples, you’ll see real-world instances of customer gains and pains aligned with well-known products and services offered by these companies.

Our Take On FedEx’s Value Proposition:

Headline: Manage Your Home Deliveries

Subheadline/Paragraph: Sending and receiving packages is convenient and safe for individuals who want to ship ideas and innovations across the globe.

Visual Element:

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Customer Profile for FedEx
Customer Jobs	FedEx customers want to share ideas and innovations with other individuals by shipping goods around the world
Gains	Customers want a hassle-free way to return online orders Customers are looking for a safe and secure way to receive their packages
Pains	Returning a package at a FedEx shipping center can be inconvenient Managing home deliveries can be a hassle

 

Value Map for FedEx
Gain Creators	Customers can drop off their FedEx packages at the places they shop most like Walgreens and Dollar General Customers will have peace of mind knowing where their package is at all times, even when they’re not home
Pain Relievers	Thousands of FedEx drop-off locations across the country Receive notifications when a package is en route and inform the driver where to leave the package
Products & Services	FedEx Drop Box locations make returning packages convenient FedEx Delivery Manager reroutes or reschedules deliveries to work with the customer’s schedule

Our Take On LG’s Value Proposition:

Headline: State-of-the-art Living Experience

Subheadline/Paragraph: LG SIGNATURE delivers an innovative product design that creates an exceptional living experience for people who want to achieve a state-of-the-art living experience.

Visual Element:

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Customer Profile for LG
Customer Jobs	LG customers want simple, yet innovative technology that helps them achieve a state-of-the-art living experience
Gains	Customers have an intuitive and responsive experience with each appliance they interact with inside their home
Pains	There are too many unnecessary buttons and features on appliances that get in the way of a simple living experience

 

Value Map for lg
Gain Creators	Customers can use technology to enhance their home experience without needing to read a manual
Pain Relievers	A simple design that focuses on the user and their lifestyle
Products & Services	LG SIGNATURE delivers an innovative product design that creates an exceptional living experience

Our Take On Subaru’s Value Proposition:

Headline: The most adventurous, most reliable, safest, best Subaru Outback ever.

Subheadline/paragraph: The 2022 Subaru Outback takes drivers to the most adventurous places in style with the most advanced safety technology.

Visual element:

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Customer Profile for subaru
Customer Jobs	Subaru customers want to explore the world’s most adventurous places in a reliable and safe vehicle.
Gains	Customers want to explore the land in a stylish and spacious SUV Drivers are looking for advanced technological elements in their vehicles including those that enhance performance and safety
Pains	The safest vehicles are not the most visually appealing Some SUVs are not equipped for all-weather or all-terrain environments

 

Value Map for Subaru
Gain Creators	Stylish exterior and interior with ample ground clearance that protects the vehicle against damage from the environment Advanced technology to reduce crashes and make long road trips safer
Pain Relievers	Rugged blacked-out trim for style and protection 9.5-inch ground clearance for better stability and performance Driver-assist technology that helps drivers see better, prevent crashes, manage cruise control, and brake automatically in emergency situations
Products & Services	2022 Subaru Outback Standard EyeSight Assist Technology Automatic Pre-Collision Braking Adaptive Cruise Control with Lane Centering

Compose a Remarkable Value Proposition

The factors that influence a potential customer to become a loyal customer are limited. Whether your industry has a lot of opportunities to differentiate (like retail) or virtually no unique identifiers (like dairy), you’ll find that a value proposition will help you understand your ideal customer and position your business as the best solution for their needs. Use the tactics, tips, framework, and examples in this post to craft your unique value proposition.

Editor's note: This post was originally published in June 2018 and has been updated for comprehensiveness.

How to Write a Great Value Proposition [+Examples] was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns